Top 10 jewellery & watch brands in Germany by EMV on TikTok

In 2026, TikTok confirmed its potential as an emerging channel for jewelry brands in Germany, with an ecosystem that was still tight but conducive to highly targeted strategies. Icrush largely dominates the ranking with €1.44 million in EMV, driven by a significant volume of mentions and a large network of creators, illustrating the effectiveness of a community-oriented approach. Pandora is in second place with €695,000 in EMV, focusing on more selective activations but with a strong reputation, while Bijou Brigitte completes the podium by relying on a regular and identifiable presence on the platform. Behind them, PURELEI and Claide Schmuck confirm their ability to generate visibility with short and affinity-based formats, while APM Monaco maintains a more punctual but premium presence. At the end of the ranking, Wildcat, Franky Amsterdam, Ariane Ernst and Thomas Sabo illustrate a still exploratory use of TikTok, with limited activations but indicative of a growing interest in the platform. Overall, this ranking shows that jewelry on TikTok in Germany is based more on agility, authenticity and the ability to activate micro-communities than on volume strategies, opening up new opportunities for brands ready to invest in this field early.